P-ISSN: 2964-0121

E-ISSN: 2968-3699

Homepage: https://return.publikasikupublisher.com/index

Return: Study of Management, Economic and Bussines, Vol. 2(3), March 2023

283

FOOD AND BEVERAGE PROMOTION STRATEGY TO

INCREASE SALES, AT PT. RESKA MULTI-BUSINESS

Suparna

, Muinah Fadhilah

Faculty of Economics, Sarjanawiyata Tamansiswa University, Indonesia

1,2

suparnasuparna258@gmail.com

PAPER INFO ABSTRACT

Received: 01-02-2023

Revised: 25-02-2023

Approved: 15-03-2023

Technological developments are very fast like today. Making companies have

to be able to face competition and be able to win the market. There is a lot of

competition for food and beverage service and sales made. PT. Reska Multi

Usaha is a challenge. For this reason, PT Reska Multi Usaha always innovates

so that it can. Serve consumers, as well as keep abreast of technological

developments and services that move dynamically. For example, providing

discounts, making Indonesian food, holding events, and making sales

applications to offer products to the public. The purpose of this research is to

determine the level of achievement of service, sales, and promotion through

sales and promotion mix in service improvement and sales achievement by

using the lokomart.id application and promotions through advertising, price

discounts, individual sales, direct sales, and sales with application theory. This

research method is a quantitative method with a descriptive approach, through

in-depth interviews and documents relevant to the research. the subjects of this

study were area 6 Yogyakarta managers, junior sales managers, senior sales

supervisors, and sales staff. PT. Reska multi Usaha formed a forum for sales

communication and promotion of food and beverage products through 1.

Advertising, with railroad television, raw food, kai access, and the official

lokomard.id.website. 2. Sales promotion using discounted prices, vouchers, to

users, or purchases through kai access and lokomard.id.3.sales promotion by

holding events at the station, educational tours, and public relations. 4. face-to-

face individual sales to get feedback, 5. Marketing and direct sales and. 6.

Digital marketing to find out direct responses from consumers.

Keywords: Promotion Strategy food and beverage; implementation and sales

level

INTRODUCTION

In running its business, every company certainly has a goal to get maximum income

Companies engaged in products and services, always involve consumers in achieving Sales (Listi,

2022). So that the products and services offered can provide satisfaction to consumers. All

consumers expect comfort and interest in using train services, therefore the. Train consumers,

want to be pampered with the various facilities offered, one of which is the Api Train Restoration,

which provides food and drinks. Railway Restoration is one of the departments in PT. Reska

Multi Usaha (PT. RMU), has an important role and responsibility when it comes to food and

beverages. Judging from its function, it can be concluded that the railway restoration unit has an

important role in supporting the progress of PT. Reska Multi Business. various strategies and

ways of promotion carried out by PT. In an effort to increase sales of food and beverages on the

train, the promotional strategy is an effort to offer products to consumers. With the right

promotion, it will certainly attract consumers to buy food and drinks on the train. The main key

to the successful operation of PT. Reska Multi Usaha is a promotional strategy that is carried out

(Elida et al., 2019).

PT. ReskaMultiUsaha in embracing consumers, to win the market competition, is carrying

out various promotional strategies and innovations, including conducting a promotion mix

(promotion mix) (Fajri & Arifin, 2013). According to Kotler, advertising, sales promotion, public

relations and publicity, personal selling, direct marketing, and web. Sales app (sales application)

plays an important role in increasing sales (Tybout et al., 2005, pp. 246–321).

Food And Beverage Promotion Strategy To Increase Sales

Return: Study of Management, Economic and Bussines, Vol. 2(3), March 2023

284

Therefore, this article aims to explore and find out the implementation and inhibiting

factors of food and beverage promotion strategies at PT. Reska Multi Usaha, in an effort to

achieve sales targets,, various things including :

1. To find out the promotion through advertising by PT. Reska Multi Usaha

2. To find out the promotion of food and beverage sales by PT. ReskaMultiUsaha

3. To find out the promotion through time relations, by PT. ReskaMultiUsaha

4. To find out promotions through individual sales, at PT. Reska Multi Business

5. To find out the promotion through direct marketing by PT. ReskaMultiUsaha

6. To find out the promotion through Web-app lokomart.id by PT. ReskaMultiUsaha

Explore the writing of this article, based on a descriptive method, which aims to collect

actual information in detail, which can describe various kinds of existing problems, (Yusri, 2014).

Studies in identifying various conditions or social behaviors. The study tries to observe what

happens for the benefit and future needs of data ng, K.Santana, (Nurrahmawati, 2017).

RESEARCH METHOD

Theoretical Studies: Promotion is one of the determining factors for marketing success

(MG. Hague-2021). The quality of a product from a company, not necessarily consumers

understand the product has value or is useful for them. if they are not sure the product is useful

for them. them, then they are not necessarily to buy it. The company, to be able to achieve a sales

program, a promotion mix is used, (Tybout et al., 2005). PT. Reska Multi Uonly applies several

kinds of promotional mix including, advertising, sales promotion, mass relations, personal selling,

direct marketing, and digital marketing.

1. Advertising, Advertising is a non-personal form of presentation and promotion of ideas,

goods, or services by a particular sponsor that needs to be paid. Advertising can be

interpreted as a mass communication medium made for the purpose of influencing its target

market. The objects communicated can be ideas/ideas, goods, services, or others, carried out

by companies, and other institutions Kotler.2003:814 (Rangga, 2019).

2. Sales Promotion, Sales promotion is a variety of short-term incentives to encourage the

desire to try to buy a product or service, this sales promotion is usually done by providing

discounts, Gift giving, shopping coupons, and even examples of products that can be given

for free (Kotler, 2003).

3. Mass Relations are various programs to promote products and protect the image of the

company and individual products (Kotler, 2003). In companies and organizations, mass

relations have an important role to build a good image of company products in the wider

community, certainly strengthening The value of the offer, while at the same time being able

to extend the viability of the company's products.

4. Individual Sales, Individual sales according to (Norman. Hart Jo Stapleton), in quotations

komarudin sastrodipoetra (Komarudin, 2003, p. 194). is a process of oral commercial

presentation during which the seller and buyer are in a communication situation. Face-to-

Face sales activities are very beneficial for companies and potential customers. Direct sales

can demonstrate the product, provide instructions about the product, and can explain in detail

various consumer complaints.

5. Direct Marketing, Marketing uses various media to interact directly with consumers

(Armstrong & Kotler, 2003, p. 53). There are various ways it can be done, for example by

calling consumers or SMS, or Washapp, to get a direct response. interactive that companies

can develop to get immediate responses from targeted customers. By doing this promotional

technique, the company will be able to create a good relationship with consumers.

6. Digital Marketing, Digital marketing is a concept that is applied to increase product sales

(Elida et al., 2019) from a brand. Several types of marketing sell products and services that

utilize digital marketing such as social media, Google, and email. The purpose of using this

digital marketing strategy is the speed of dissemination of product information, having a

Food and Beverage Promotion Strategy to Increase Sales

285 Return: Study of Management, Economic and Bussines, Vol. 2(3), March 2023

wide reach, specific targets, ease of evaluation, building product names, and being cheap and

effective (Ana et al., 2021).

RESULTS AND DISCUSSION

Company PT. Reska Multi Uonly in an effort to increase sales, develop promotional

strategies in terms of advertising, mass relations, individual sales, and digital direct marketing To

provide services to consumers, adapted to technological developments (Sukirno, 2017).

1. Advertising, In this study, the author explains the promotion strategy of PT. Reska Multi

Usaha, through advertising, by applying the purpose of using advertising. That is to

encourage, direct and invite the public to recognize the truth of advertising. And maximally

can influence the public to buy and use the products offered. so that the concept of planning,

and integrated corporate communication can be applied in marketing to Provide consistent

understanding to the community (Tjiptono, 2008).

2. Sales Promotion

Sales promotion strategies are carried out to attract consumers to be able to feel and buy the

products offered by PT. Reska Multi Business. Many ways can be done such as giving

discounts on Tuesdays and Wednesdays, giving birthday gifts for buyers who are traveling

on the day and Travel dates by train, as well as providing free coupons to passengers to get

food and drinks, this sales promotion strategy needs more careful consideration so that The

promotion went on target. In this sales promotion activity, the company PT. Reska Multi

Usaha, in providing discounts, promos, and prizes there is a time limit in its exchange. Sales

promo programs often consumers do not know, so many are disappointed because of the lack

of information and notifications. However, this method is still effective in influencing

consumers to be able to buy the products they offer.

3. Mass Relations And Publicity, Public relations have an important role in the company, in

order to maintain a positive image of the company to the public, in addition to being able to

provide information to the public appropriately. promotional activities with public relations,

also more flexible in conveying company ideas and ideas to provide information about

promotions carried out, Conducting marketing communications carried out by public

relations, there are several things that are important in publishing or public relations activities

(Widiana, 2010). A public relations person must be able to manage good relationships and

have a broad and positive view of the company. For example, by carrying out CSR activities

and participating in other social activities, this method will be able to create positive value

for the company.

4. Individual Sales, Face-to-face sales activities are very beneficial for companies and

consumers (Kusniadji, 2017). In this way, the seller can provide instructions about the

products offered, namely in the form of how to access the Lokomart.Id Or Kai Web. Access

and how to use the application. Complaints from consumers can be directly submitted to the

seller. Direct sales as one of the promotional activities orally to prospective buyers with the

aim of creating purchase transactions. Communication carried out is interactive for both

parties so that customers can immediately get responses as feedback about consumer desires.

5. Direct Marketing, Direct marketing is one of PT. Reska Multi Usaha, to know its target

market well, the form of this strategy is to communicate product offers and distribution to

individual consumers without going through third parties. Advertising or social media are

some delivery systems that companies or organizations use to communicate directly to pre-

selected customers and provide methods for immediate responses (Wilastri, 2020).

6. Digital Marketing, Digital marketing is a concept applied by PT. Reska Multi Usaha to

increase service and sales of a product and brand, this type of digital marketing is to utilize

digital media such as social media, google, and email to attract consumers Quickly, has a